​As Nietzsche struggled to promote in the XIX century, to understand the true nature of a given phenomenon you need to go back to its origins.

Thus, if we want to understand what a PR counsel's role should be, I am compelled to recall the studies of the first PR pioneer in human history: Edward Bernays.

In his most famous studies Crystallizing Public Opinion and Propaganda, he spent most of his attention not on the overall role of PR but on the statutory role of the PR counsel.​To understand his thoughts we need to clarify that the studies mentioned above were released in 1923 and 1928 respectively, more or less 30 years after the publication of The Crowd by Gustave Le Bon, the first study on the so-called popular mind and the real beginning of a new subject of studies: social psychology.

We were just at the beginning of the rise of mass media that, at the time, were considered magazines, newspapers, and radio.

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."